INSEAD Library

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Say It Like Obama The Power of Speaking with Purpose and Vision Contents INTRODUCTION xi xv ACKNOWLEDGMENTS Chapter 1 THE SPEECH THAT STARTED IT ALL 2004 Democratic National Convention Keynote Address Effective Use of Body Language and Voice Establishing Common Ground Speaking to Audience Concerns: Winning Hearts and Minds Conveying Vision through Personification and Words that Resonate Driving Points Home Excellent Persuasion Techniques Building to a Crescendo and Leaving a Strong Last Impression 1 2 14 15 16 17 17 18 18 Chapter 2 EARNING TRUST AND CONFIDENCE Charisma of a Leader Creating Strong First Impressions--Image and Body Language Leveraging Second Impressions--Voice and Intonation Using Effective Gestures Maximizing Props Beginning Strong Conveying Admirable Ethics--Developing Teflon What We've Learned--Practices for Earning Trust and Confidence 21 22 23 25 28 29 33 36 39 Chapter 3 BREAKING DOWN BARRIERS Achieving Transcendence Acknowledging the Elephant in the Room Stressing Common Dreams and Values Drawing Attention to Shared History Illuminating Shared Experiences Employing Words that Resonate: The Historical and Political Lexicon Using Words that Resonate--Biblical Truths Leveraging Other People's Words What We've Learned--Practices for Breaking Down Barriers 41 42 43 44 48 52 54 57 58 62 Chapter 4 WINNING HEARTS AND MINDS Knowing Your Audience Knowing When Not to Enumerate Employing Details Effectively Personalizing the Message: "I" and Experience Connecting One to One: You and "I" Personalizing the Message: The "We" Connection What We've Learned--Practices for Winning Hearts and Minds Chapter 5 CONVEYING VISION Referencing History and the Familiar Using Descriptive Words as Visual Aids Drawing on Symbolism Leveraging Corollaries Personifying Ideas and Conferring Physicality Providing Just-Enough Detail Creating Dynamic Images Leveraging a Backward Loop Illustrating with Anecdotes What We've Learned--Practices for Conveying Vision 65 66 68 72 74 76 78 80 81 82 85 87 87 89 91 92 93 95 101 Chapter 6 DRIVING POINTS HOME Prioritizing and Focusing on Themes Using Rhetorical Questions Employing Effective Repetition Leveraging Pace and Tone Communicating with Slogans and Refrains What We've Learned--Practices for Driving Points Home 105 106 106 107 115 124 127 Chapter 7 PERSUADING Eliciting a Nod Sequencing Ideas Addressing Nonrhetorical Questions Addressing Objections Using Juxtaposition and Antithesis--Comparing and Contrasting What We've Learned--Practices for Persuading 129 130 131 132 134 136 152 Chapter 8 FACING AND OVERCOMING CONTROVERSY Knowing Your Goals: Rejecting and Denouncing Recasting the Tone: Humility and Gracious Beginnings Resetting Your Image: Leveraging Props Recasting the Dialogue: Language Choice Addressing Error Head-On: Accepting Responsibility What We've Learned--Practices for Facing and Overcoming Obstacles 155 156 159 160 161 162 170 Chapter 9 MOTIVATING OTHERS TO ACTION AND LEAVING STRONG LAST IMPRESSIONS Inspiring Others to Great Achievements Creating a Sense of Momentum and Urgency Building to a Crescendo Repeating Takeaways and Slogans Directing to Low-Lying Fruit Putting It All Together to End Strong What We've Learned-- Practices for Motivating Others to Action and Leaving Strong Last Impressions 173 174 177 181 185 187 189 192 Chapter 10 THE SPEECH THAT MADE HISTORY . . . AGAIN 2008 Democratic National Convention Presidential Nomination Acceptance Address ENDNOTES 193